Brand Lead - Digital & Social

Job Location Lifsey-Marketing Job Summary: This is a lead content marketing role responsible for developing and implementing online communication, digital advertising, and loyalty program strategies that enhance Goodwill’s brand through the use of social media, digital marketing, and online tools.

The Brand Lead - Digital & Social will promote a positive work environment that celebrates our vision, mission and core values of Teamwork, Respect, Uprightness and Empowerment in every action and interaction with team members, donors, customers, management and persons served. Job Description Essential Functions* Creates, curates and manages on a daily basis the agency's digital marketing efforts by developing relevant content topics to reach target customers, donors, funders, job seekers and potential employees. Develops a community of active users and ensure that content is consistent with the agency's branding and marketing strategy.

• Leads the development and execution of customer loyalty strategies to increase repeat engagement, retention, and lifetime value. Manages loyalty program communications across digital channels, including email, SMS, and social media. Analyzes loyalty program performance and customer data to identify trends, optimize campaigns, and improve member experience. Collaborates with cross-functional teams (e.g., Retail, IT, Customer Service) to enhance loyalty program features and ensure seamless integration across platforms. Oversees segmentation and personalization strategies for loyalty members.
• Creates, tracks and executes budgets for all paid social media and digital tools. Regularly monitors and reports on success and metrics of online paid advertising, including paid content on Google Ads, Facebook, Instagram, LinkedIn, TikTok and Twitter.
• Monitors social media platforms and actively participate in online conversations in a productive way to build brand awareness, drive sales, mission engagement and donations. Further, monitors the online reputation of the brand and responds to customer questions and concerns in a quick and efficient manner.
• Assists in planning and the execution of marketing campaigns and events as a member of the Marketing team.
• Coordinates and recommends social and digital tools, best practices, and strategies to optimize online outreach efforts. Explores and creates a presence on new social media platforms, as appropriate.
• Creates, curates, edits, and posts content for electronic/online publications, including multimedia productions. This includes but is not limited to copywriting and planning for the external newsletter, loyalty member communications, and/or email/web copy.
• Manages the agency's social media influencer marketing initiatives and fosters ongoing relationships with local bloggers/influencers.
• Occasionally act as a spokesperson for Goodwill Industries of Middle Tennessee in local and regional media opportunities (television, radio, etc.); serves as a backup to PR & Communications Manager in this capacity.
• Assists in planning, promotion and execution of new and recurring events, including Style With a Purpose, Wheels-to-Work ceremonies, special sales events and more.
• In coordination with the marketing staff, translate concepts, ideas, and documents into appealing and engaging digital content that will increase website visits/traffic, and maintain desired search engine results.
• Oversees Google Ads functionality and adjusts Google My Business listings for retail and donations sites when needed. Experience using a listing management vendor preferred.
• Keeps abreast of industry trends and best practices in new online media (B2C & B2B) and website technology; makes recommendations and provides support for introducing new online media products. Stays abreast of competitive online activities for similar nonprofits and industries.
• Must have a commitment to achieve excellent results within desired deadlines.
• Attends staff and other meetings in person as required.
• Participate in professional organizations and community programs as needed.
• Perform all other duties as assigned in support of the Marketing Department.
• Develops and leads integrated digital marketing strategies that align with organizational goals and drive measurable outcomes.
• Presents strategic recommendations and performance insights to senior leadership.
• Coordinates cross-departmental initiatives that leverage digital tools to support mission-driven goals.
• Recommends loyalty program enhancements based on customer insights and industry trends.
• Performs all other duties as assigned in support of the Marketing Department.

Minimum Qualifications Required Skills: Education* College degree in journalism, marketing, communications, advertising or related field.

Experience* Five or more years of professional work experience in social media, marketing, communications, loyalty, advertising or similar activities.

• Agency experience preferred but not required.
• Demonstrated passion for nonprofit mission work and/or thrifted fashion/sustainability.

Knowledge and Skills:* Demonstrated excellence in communication with strong writing, proofreading and editorial skills required.

• Ability to understand multiple audiences and develop digital content focused on their specific needs.
• Ability to write reports, business correspondence and other informative communications.
• Must be a strategic and innovative thinker with the ability to see the larger picture while also being able to drive projects from development to completion.
• Proven experience in developing, managing, and optimizing customer loyalty programs, with a strong understanding of program design, member engagement strategies, and performance analytics.
• Ability to effectively present information and respond to questions from employees, consumers, and the general public using tact, courtesy and cooperativeness.

MATHEMATICAL SKILLS:* Ability to add, subtract, multiply, and divide in all units of measurements, using whole number, common fractions, and decimals.

REASONING ABILITY:* Ability to define problems, collect data, establish facts, and draw valid conclusions.

• Ability to gain the respect and confidence of others, and act with the highest level of integrity in all situations.

OTHER SKILLS AND ABILITIES:* A demonstrated capacity for developing and understanding marketing and communication strategies.

• A self-starter, detail and task-oriented, able to successfully manage multiple priorities and work well individually on a project or in a cross-functional team environment.

COMPUTER/MEDIA SKILLS:* Experience with new online media, SEO techniques, Web analytics, and social media tools (blogs, tags, video and audio formats, streaming multimedia, etc.).

• Experience with various software applications such as Adobe Creative Suites, Canva and Microsoft Office.
• Experience with HTML, CSS, JavaScript, XML, and Flash. Video editing skills are a must.
• Experience working in a Mac or Window environment.

SOCIAL MEDIA:* Must regularly participate with multiple online communities and understand social media tools to include, but not limited to, YouTube, Vimeo, Instagram, Facebook, Tik Tok, Twitter, Snapchat, Yelp, blogs, online review sites, etc. Should possess knowledge of search engine optimization techniques.

• Ability to integrate social media into broader marketing campaigns.